About E. Maddens
E. Maddens is co-founder of Vetified and head of product development. He has spent years developing topical skin and ear care products, and he works with our manufacturing partners on every formula, use case and improvement we make.
Why dog skin
When he adopted Lily, an American Staffordshire Terrier, from a shelter in Pasadena, California, she came home with a lot of skin issues. Working through them, reading the research and learning what actually helped is what started Vetified. Lily is 6 now.
The team's cats keep an eye on product testing at home.
How he writes
Every article on this blog is researched from peer reviewed veterinary studies and published clinical guidelines, and the sources are listed on the page. When new research comes out, articles are updated and the change is noted. Read our full editorial policy.
What he is not
E. Maddens is not a veterinarian. Our articles are for education and do not replace a visit to your vet. If your dog's skin or ears get worse, spread, bleed or do not improve, see a veterinarian.
About our products
Vetified makes the products mentioned in our articles. When we recommend one of our own products, we say so.